For those at the highly qualitative end of the continuum, data analysis tends to be an on-going process, taking place throughout the data collection process. The researcher thinks about and reflects upon the emerging themes, adapting and changing the methods if required. For example, a researcher might conduct three interviews using an interview schedule she has developed beforehand. However, during the three interviews she finds that the participants are raising issues that she has not thought about previously. So she refines her interview schedule to include these issues for the next few interviews. This is data analysis. She has thought about what has been said, analyse the words and refined her schedule accordingly.